Sales from the EDGE
Back Issue #032
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Sales from the EDGE Issue #032
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Sales from the EDGE
Breaking Through the "White Noise" Of Selling on the Net
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>From time to time, the EDGE publishes important updates that
you need to SELL on the Net. Most "latest and greatest" Net
marketing & sales developments simply waste our time. Today's
"hot new technology" is tomorrow's "whatever happened to?"
Occasionally, though, something comes along that STICKS. It
might NOT even be NEW... but we need to be reminded. When
that happens, the EDGE cuts through all the "white noise" of
Web marketing. It explains the issue and outlines clearly
how YOU can best take advantage of it.
SALES FROM THE EDGE is sent ONLY to SiteSell product owners.
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December 11, 2002
Issue #032
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TABLE OF CONTENTS
o SITESELL NEWS
1) Newly Released SpamCheck Generates
HUGE Interest Across The Net
o Featured Article
1) Think Global, Sell Local!
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>>~~~~~~~~~~~~~~~~~~~~~~~SITESELL NEWS~~~~~~~~~~~~~~~~~~~~~~
>-News-
---1---
>-News-
Newly Released SpamCheck Generates
HUGE Interest Across The Net!
SpamCheck is the latest new feature for Site Build It!
(SiteSell's all-in-one Web hosting system of software tools)
and it's causing some BIG waves to roll across the Internet.
Already featured in the newsletters of many top e-marketers,
and lauded by industry analysts, SpamCheck is the first tool
ever to be proactive about stopping spam *directly* at the
SOURCE, rather than the DESTINATION.
As you well know, spam has reached epidemic proportions on
the Net. Understandably, this is forcing many ISPs to take
measures to protect the interests of their clients. As a
result, many are implementing filtering software. This type
of software screens and filters incoming e-mail according to
internal "trigger" words and phrases.
On the surface, this would appear to be a good idea -- the
filth and slime are skimmed off the top of your incoming
mail, leaving you with only the material you want to
receive.
Alas... if only the filtering software was that smart.
What's at issue here has serious repercussions for ANYONE
doing business on the Net. In a nutshell...
Real, bona fide, requested e-mail is being filtered into the
Junk Mail folders. If you publish a newsletter (of any
sort, on any topic), there's a pretty good chance that you
are, at least on occasion, rubbing shoulders with the scum
of the Net.
Are you a spammer?
Not very likely (at least I hope not).
The problem facing any legitimate marketer concerns the fact
that many "trigger" words and phrases which incur
significant spam scores with the filters are also the same
ones which can be used legitimately in a marketing context.
-----SIDEBAR-----
An old friend of mine, Ralph Wilson, has
published a series of articles on spam,
including this extensive list of words and
phrases that will incur penalties from the
filters...
http://www.wilsonweb.com/wmt8/spamfilter_phrases.htm
-----SIDEBAR-----
Of course, these triggers lead to YOUR e-mail ending up in
the junk folder. Not great for you, and definitely not
great for your subscribers, who are suddenly left wondering
why, all of a sudden, you're no longer mailing them on a
regular basis.
SBI!'ers are now care-free... with the click of a single
button in SBI!'s e-zine publishing/admin module (Mailout
Manager), they can prescreen their outgoing newsletters with
SpamCheck (powered by the powerful SpamAssassin software).
Immediately, they get a Web page report, showing exactly how
the filtering software "sees/interprets" their e-mail. From
there, it's a simple matter of tweaking the newsletter, and
removing known triggers and aggressive writing styles to the
point where delivery to your subscriber's INBOX is guaranteed!
-----
Ongoing communication is critical for building a longterm
relationship with your present and future customers/clients.
SpamCheck ensures that this vital connection happens on a
regular basis -- no more hit and miss!
If you are not a SBI! owner yet, but would love to try
SpamCheck on your e-zine...
Good news!
Although the expanding feature set and upcoming additional
functionality make Site Build It! a better and better
bargain all the time (already far ahead of whatever is in
second place -- wait a second, there is NO second place!)...
http://buildit.sitesell.com/index.html#FEATURES
.... you don't need to own Site Build It! to have access to
SpamCheck. We are sharing this important business tool with
all our customers.
Here's what you do to get your personalized "report card"...
1) Paste your e-zine into the body of a new e-mail.
2) Type in the word TEST (capital letters, no quotes) at the
beginning of the subject line, before the title of your
e-zine.
For example...
Subject: TEST Petunias in the Yukon Monthly E-zine
(The word TEST is critical -- without it, we simply assume
your mailing is spam, and delete it outright).
3) Send the e-mail to...
spamcheck@sitesell.net
Within a few seconds (minutes if volume is heavy), you'll
receive a report with your score and a brief description of
the "triggers." Then it's just a matter of tweaking your
choice of words until you obtain a lower, acceptable score.
Depending upon your writing style, it may take you a few
attempts.
-----SIDEBAR-----
We also made the e-mail version of the
SpamCheck "affiliate-brandable". That's
correct, 5 Pillar Affiliates can promote a
customized (i.e., with their unique affiliate
URL) version of this e-mail address to their
visitors, clients and subscribers.
With SpamCheck, 5 Pillar Affiliates offer an
invaluable service, while gaining yet another
powerful PREselling tool to generate yet
more revenue.
If you're not a member of the 5 Pillar
Program... I just don't know how to say this
without sounding like we're bragging so I'll
just say it... SiteSell is doubling in sales
every six months. And traffic? We now rank
in the top 1400 sites at...
http://info.alexa.com/
It's all because of Site Build It!. Word is
spreading fast. We can feel the momentum
build. As we add programmers, development is
going faster and faster, with several new
features set to launch over the coming weeks.
SBI! will be THE way that a small business
person does business on the Net. So if
you're not an affiliate, you are missing out
on a solid earning opportunity.
Quick snapshot...
o high conversion rates
o products that OVERdeliver, including
SBI!, which is truly ONE-OF-A-KIND
o generous commissions
o extensive PREselling tools, manuals, and
support
o proven track record (the 5 Pillar Program
has been labelled "the best on the Net" by
affiliate guru Allan Gardyne of
associateprograms.com).
Put all of these highlights together and you
have the best recipe for success!
Join now, or for more information...
http://affiliates.sitesell.com/
-----SIDEBAR-----
SpamCheck pushes the SBI! envelop and reinforces SBI!'s
position as the ultimate e-biz-building system...
http://buildit.sitesell.com/
There just is not another product on the Internet that
offers all these features for so little...
https://secure.sitesell.com/build/order.html
Just before we went to "press" with this issue, this
wonderful letter came in from SBI! user, Karen Copeland.
Rather than say anything more about SBI!, I figured I'd just
let Karen's latest missive tell the story. And this is the
kind of story which is becoming very, very frequent. It's
been fun to watch SBI'ers grow so steadily...
==============================================
Today is my birthday and what a birthday
present I got thanks to SBI!. I opened it up
this morning to count 75 - that's Seventy
Five! - #1 Search Engine ratings. Things have
not gone this well for me in decades and I am
flying high on myself and my site. I have
this great site selling something I love, and
money in the bank from selling it. A great
Birthday Present. Thanks to you guys at
sitesell!
Karen Copeland
Golf South Africa
http://www.golf-travel-packagessouthafrica.com
==============================================
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>> THIS ISSUE'S FEATURED ARTICLE
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---1---
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Think Global, Sell Local!
Over the past weeks and months, I've been talking
extensively about the online opportunities for service
sellers. This was brought to the forefront again recently
when I became involved in a discussion with a friend about
Yellow Pages advertising.
Just about every service seller and merchant on the planet
thinks nothing about forking over $100-$500 (or more) per
year to maintain some sort of Yellow Pages listing. Yet
many of these same business people either fail to recognize
the potential of the Net, or balk at the idea of paying a
few hundred dollars a year to maintain an online presence.
-----SIDEBAR-----
Think about this investment in contrast...
Site Build It! includes domain name, hosting
for all the pages you can create, an
integrated Mailout module, a SpamCheck
module, keyword research and brainstorming
tools, automatic Search Engine
submission/resubmission, tracking, and
reporting and...
.... it only costs $300.
My local landscaper could show some of the
beautiful jobs he's done, list all his
services, keep an e-zine to stay in touch
with his clients all year along (reminding me
when it's time for spring cleaning and
aerating and fertilizing, too, of course!).
He could build his business, take clients
from his competition, and build loyalty among
his existing clients.
Can a Yellow Pages ad do all that?
-----SIDEBAR-----
The potential of online marketing is enormous and, at this
point, remains virtually untapped. In SiteSell's free
Service Sellers Masters Course, I detail exactly how service
sellers (local or global in their approach) can use the Net
to expand their service-selling businesses by attracting and
PREselling new clients (an e-zine really helps for this),
*AND* create new streams of additional income.
How? Here are two very feasible revenue stream-builders...
1) Affiliate programs -- Turn semi-targeted visitors, who
may not need your service right now, into customers.
Service sellers with locally based businesses can direct
traffic to the merchants' sites that they represent. This
strategy allows them to generate income from visitors who
live close by and beyond -- even across the world!
And for affiliate service sellers with higher priced
services (be they local or global), they can offer visitors
the lower cost *related* products that they represent.
2) E-books and e-goods -- Package and sell your knowledge
and experience. And at the same, credentialize your
service. (This type of trust-building is especially
important, if you are offering a higher priced service.)
-----SIDEBAR-----
The Service Sellers Masters Course is
available in two formats... a PDF e-book, and
a 5-installment text course via e-mail. (No
charge.)
To receive the text course,send a blank
e-mail to...
tsms@sitesell.net
To download the PDF e-book version, follow
the instructions at...
http://services.sitesell.com/
-----SIDEBAR-----
Suppose, however, you have a local retail business -- a gas
station, a grocery store, a garage, or a restaurant, for
example. You're not interested in building the sort of Web
site that will generate affiliate income, and you certainly
don't have time to write your own e-book.
Can the Net expand your business in a "100% purely local"
situation like this?
Ahhh... good question. The answer?
Absolutely!
This will be a significant, growing trend over the next few
years. As people stop getting excited about the Net, and
just figure out how it fits into their marketing mix, local
businesses will start to realize the true power of a Web
site and e-zine.
First, a Web site will nurture, encourage and develop the
relationship you already maintain with current customers.
Second, it can, through both local promotions and listings,
and through the Search Engines, bring new business.
-----SIDEBAR-----
You DO remember the story of how we found a
local bagpiper at Google, right?
+bagpiper +Quebec
When people look for your kind of business
and include your territory in the search,
BINGO!
And Site Build It! is very, very powerful at
getting you found at Google and Yahoo!.
-----SIDEBAR-----
Third, e-zines cement lifetime loyalty.
Fourth, people have an inherent interest in the local
community, and in what's going on directly around them. They
will visit a local Web site, *if* you make sure they know
about it. And once they are there, it's your service
business they see, not your competitor's.
But there is one caveat...
Repeat visitors depend entirely upon YOU and your actions!
Throw up one of those ho-hum sites with content like this...
"Welcome to the Bear's Den Inn Online. The Bear's Den
was opened in 1979 by chef Joe Smith. Featuring the best
in regional cuisine, its main room seats 100, with a banquet
room with space for an additional 100, blah, blah, blah..."
.... and you'll never see them again!
On the other hand, create beneficial content for your
visitors like this...
"This weekend only! Print off our online coupon for the
on-the-house entree when you order a full meal from our
extensive, mouth-watering menu."
Or one of these...
"With your online coupon valid this weekend only, your first
drink is on me!"
You'll be building an addition onto your restaurant in no
time flat! Not only will your customers be visiting your
Web site on a regular basis (to check what other "freebies"
you are offering), but word will spread like wildfire. Yup,
they'll tell their friends, who will tell their friends, and
so on, and so forth.
Keep the momentum growing with a weekly (or bi-monthly)
e-zine. In it, you can feature specials, and announce new
promotions that are only available on your site, and so on!
This is a great way to encourage return visits.
And how will you spread the word about your new Web site?
Simple... in your restaurant!
Train your staff to upsell the "Special of the Week" you've
made available online ONLY (it's really crucial that this
special be available NOWHERE else. Otherwise, you're
defeating the purpose of building your Web site). Have some
special business cards printed (with an appropriate Web site
UPsell) and inserted into the menus -- encourage guests to
take them home and post in a prominent place.
Update your site, and your offers, and your business will
snowball. People love getting free stuff (no matter how
inconsequential), and they love feeling like they are being
treated differently from your other customers. Best of all,
they also like telling their friends, so word of mouth will
play a huge role here!
-----SIDEBAR-----
It's critical that local retailers,
restaurant owners and so on update their Web
sites with new offers weekly, or at least,
bi-monthly. Otherwise, there is no reason
for any client to ever re-visit their sites.
Remember...
People aren't visiting your restaurant's Web
site for research purposes. And they already
know WHO you are, and WHERE you are. No,
they will visit and revisit your Web site for
one reason only...
For free stuff, or a discount or special deal
of some sort.
As long as you make it worth their while,
customers will return to your site
religiously. Turn your site into another one
of those "About Us" brochure sites, and there
will be cyber-tumbleweed blowing through your
site before you know it!
And naturally, collect e-mail addresses, both
from the site, and at your place of business.
That e-zine will build and build and build
your business.
-----SIDEBAR-----
Depending on your unique situation, (the amount of
competition you have, the size of your local region and so
on), you may not have to do much more than the basics
outlined here to attain significant results!
If you're on a tight budget, invite the reporter from the
local newspaper over for lunch "on the house". UPsell the
Web site, and the special offers therein. Believe it or
not, this is done so infrequently you'll have little
difficulty garnering the interest of your community
newspaper.
The word will spread...
Like wildfire!
-----
OK, let's switch gears for a minute.
Suppose you own a gas bar, or a garage. How will the
Internet help you further build your business, while
strengthening current relationships?
Another good question. :-)
If you own a gas bar, chances are you have plenty of
competition. How will you differentiate yourself from your
competitors? Yes! You guessed it...
Your Internet presence.
Much like our restaurant example, you'll offer a small
freebie of some sort (again, it must ONLY be available
online), and train all your staff to UPsell the Web site.
Have business cards printed off, and staple or paper clip
one to every receipt you print off, every credit card slip
you return.
Make sure your URL and offer is prominent...
"""""""""""""""""""""""""""""""""""""""""""
Get free stuff when you buy gas! There's a
new offer available each and every week ONLY
at our Web site...
http://www.the-name-of-your-gas-bar.com/
"""""""""""""""""""""""""""""""""""""""""""
It's important to emphasize that the freebie need not be
anything expensive -- a free newspaper with a fill up, a
free coffee, a free two-liter bottle of coke. If you happen
to sell convenience items as well as gas -- pop, chips,
milk, cigarettes -- it's even more worthwhile to get people
to choose you over your competitors. Remember, people tend
to be creatures of habit. They will return to your business
week in and week out, provided you treat them well!
-----SIDEBAR----
Will people visit such a Web site and print
off a coupon for free coffee? Sure, you
just have to be creative and make it fun!
For example, use a special bonus phrase/word
of the day/week. Upload a new one to the Web
site everyday. Only the clients who login
and can identify the bonus phrase of the
day get the freebie or discount!
-----SIDEBAR----
OK, time to switch gears again. Suppose you own a garage,
not gas station. Your clients won't be visiting you on a
weekly basis -- only for routine maintenance, unexpected
mechanical disasters, and seasonal tune-ups.
In this case, you'll want to be sure your Web site gets
updated with each season -- spring, summer, fall, and
winter. And you'll want to include coupons for routine
maintenance work, like oil changes, tire rotation, and so
on. And, of course, your e-zine is critical here. So...
Your main focus will be to obtain your visitor's e-mail
address. Since you don't see your customers often (the gas
bar owner will see them weekly), you'll need to be proactive
in order to stay in touch with them -- remind them about
your business, and about yearly maintenance that should be
performed to extend the life of their vehicle. Your monthly
e-zine will accomplish that "nudge" wonderfully!
You'll never need to worry about that dreaded scenario "out
of sight (or site) is out of mind!" again.
-----SIDEBAR-----
I've really only skimmed the surface of the
opportunities offered to local businesses by
the Net. I hope that you're beginning to
realize that no matter what you happen to be
doing, the Net is a cost-efficient (heck,
downright cheap) way to build your business.
If you have a local business (or know someone
who does), the single best publication on
this topic is Sharon Fling's...
"How to Promote Your Local Business on the
Internet".
If you're familiar with SiteSell.com, you'll
know we don't make recommendations often, nor
lightly. And we never promote.
But I am a big believer in the importance of
the Net to local businesses. And I hear
Sharon's voice as one of the first in this
wilderness. Her voice is clear, sharp and
original. So I'm doing something that I've
never done before, and likely will never do
again...
We've arranged for you to buy the book at 50%
off the posted price, by giving up our
affiliate commission of 50%. You can buy it
at...
http://geolocal.com/ss/sitesellspecial.htm
You can read more about the book at...
http://www.localbizpromo.com/
And, of course, Sharon won't mind if you
prefer to buy it at full price, which you may
do so by clicking to her order page! ;-)
Either way, "How to Promote Your Local
Business on the Internet" is a fantastic
MUST-read publication for anyone wishing to
use the Net to expand a local business.
Highly recommended!...
http://geolocal.com/ss/sitesellspecial.htm
-----SIDEBAR-----
Remember... whatever your situation, you CAN go GLOBAL, and
still sell LOCAL!
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~SiteSell Discount Directory~~~~~~~~~~~~~~~~~
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
http://www.sitesell.com/discount-directory.html
Please bookmark this page -- it's the only page that you
will EVER need to buy SiteSell products at an owners-only
discount. For owners of SiteSell products ONLY, it provides
discounts on all products, except for MYSS! 2002 -- if I
reduced the price on it, I'd have to pay *you* to buy it!
;-)
SiteSell Discount Directory
http://www.sitesell.com/discount-directory.html
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Contact info: E-mail us at support@sitesell.com
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Written by Ken Evoy, M.D.,
President, SiteSell.com
(c) copyright 2002 SiteSell.com
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